Consumers are now more conscious about their health and diet. Normal day to day food does not meet proper nutrients requirement for human body, nutritional supplements helps to fulfill the requirement that gap. Growing with the popularity nutritional supplement market has shown an unprecedented growth all over the world. Now one of the fastest growing industries in the world is the nutritional supplement. There are many nutritional supplement segments such as vitamin supplement, herbal supplement, sports supplement, mineral supplement, and meal replacement supplement. However, changing with the life style, consumers now prefer all in one, multi nutritional supplement is introduced understanding the market demand. For instance, a sports supplement is consist of the properties of other supplements such as vitamin and mineral supplement or vitamin calcium with probiotics. Hence, it is easy to get proper and complete nutrients in one multi nutrient supplement. A common trend has been seen among consumers with undernutrition by various nutrition properties for instance, vitamin and protein; hence, instead of taking two types of supplements consumers prefer one multi nutritional supplement with both the type nutritional properties. Multi nutritional supplements are sold through variety of distribution channels, such as drug store, health stores, supermarkets and hypermarkets are the most preferred channels for the sale. Companies are targeting doctors to promote their brand, also Promotion through gym trainers and instructors is another trend in the multi nutritional supplements market. Moreover social media is another medium which easily reach convey the nutritional benefits to the potential consumers in order to create awareness. Multi nutritional supplement expected to continue experiencing strong growth over the next five to six forecast period.

Multi nutritional supplement is new trend in the nutritional supplement market. Multi nutritional market is a niche segment which is driving by the people who are stuffing from undernutrition. Livelihood at cities and urban areas has been changed, since people don’t have time to take every nutrients as a diet in their daily routine; this is another factor that is driving the multi nutritional supplement market. However, the high price is restraining the multi nutritional supplement market. Developed economies such as North America, Japan and Western Europe are significant and attractive market for the multi nutritional supplement manufacturer. Asia Pacific, Latin America are surging high opportunity since these two segments have many undernutrition consumers in emerging economies. Rising with the income level consumers starts adopting multi nutritional supplement.